3. An alternative text for a banner may be 100 symbols maximum (the said rule does not apply to the Image Ads).

4. An advertising banner must have visible borders (must be framed in a colour different from the banner's background colour) the banner’s background must not be transparent. For a mobile version banner the width of the frame must not exceed 1 pixel; the transparency of the frame colour must be at least 50% (the said rule does not apply to the Image Ads).

5. Banners with large flashing graphical or textual elements and/or background, with sudden relocations of elements that seriously interfere with the user’s attention when the user works with the site page (studies the page contents or enters a query) [4] are not accepted.

5.1. Banners that use third-party tools for counting statistics (except for to the counters of TNS and UTM tags) are not accepted. The counters TNS must support https protocol (the said rule does not apply to the Image Ads).

6. There are additional requirements to the banner on the Yandex Main Page. The flash-banner script and the sequence of frames in the gif banner must be executed (played) for 15 seconds maximum [5]. Animation may be replayed but no earlier than in 1 minute. The flash banner must be also added with a “Play once again” control key, after the clicking on which the script will be re-run. The flash banner itself may be interactive and may respond to moving the mouse cursor and/or clicking on the banner, by moving images on the banner according to the action made.

[3] All relevant information should be centered while maintaining the security field by 210 pixels to the left and right.

[4] For example, flashing may include changes in the element colour (i.e. of any of parameters by the hue-saturation-brightness scale) by more than 40%, at an interval of more than once in 2 seconds. A sudden relocation may imply changes in the position of an element on the banner, at a speed of more than by 100% of the element size (or by 50% of the banner size) for 1 second.

The above estimates are not a criterion of a banner compliance with Yandex requirements but rather an illustration of our system of estimates. If a banner has creative problems outlined above, it is sure to be denied as non-corresponding to Yandex requirements. However, there may be situations when a banner with much lower values of changes is recognized as irritating, or, a banner with higher values of changes is accepted. The final decision is taken by the Chief Editor Board for the advertising policy regarding each separate doubtful case, on an individual basis.

[5] For scripts of the flash banner and the sequence of frames of the gif banner, containing information which is mandatory according to Federal Law No. 38-ФЗ dated 13.03.2006 “On Advertising” (Article 8, 9. 21, 22, 23, 24, 25, 28, 29, 30), the maximum time may be increased to 18 seconds.